A new study released by Electronic Entertainment Design and Research (EEDAR) has partially answered why nearly half of all console owners don't purchase downloadable content (PDF). The percentage of gamers buying DLC has increased from 34% in 2009 and 40% in 2010 to 51% in 2011. Over 20 million North American consumers have purchased this year and digital add-on packs are expected to generate over $875 million in revenue during 2011. That figure is projected to reach more than $1 billion next year.
Nonetheless, 49% of Xbox 360 and PlayStation 3 gamers refuse to pony up. Some 47% of non-DLC-buying respondents say they don't purchase the extra content because of privacy concerns – presumably because you have to submit credit card information to your console. EEDAR noted that the PSN fiasco didn't do much to sway opinions as responses before and after the breach remained within four points of the average. What's more, Xbox 360 and PS3 owners remained within five points after the incident.
Below privacy concerns, 38% said they wouldn't purchase DLC because it lacks a return policy. Similarly, 32% feel they're being nickel and dimed, while 24% say they don't purchase add-on content because they get enough free DLC to satisfy their needs. It seems companies need to improve their marketing and distribution efforts as 24% claim they avoid paid extras because there's no demo, 21% cite a lack of reviews, 20% say DLC has inadequate descriptions, while 15% believe the process is too long and complicated.
